With this highly documented novel, Pierre Assouline gives us a non-objective, though global and new point of view of a company’s life. Inside the hotel’s walls, a performance of the Parisian and international scene is being played with political, emotional and social stakes.

A great number of brands and companies have become aware of the importance of their history, even of the necessity to restore it through a more or less convincing storytelling to their clients and widely to the general public. However, dark and not so dark sides are often overshadowed or minimized in the construction of a unifying and meaningful history of the brand. Indeed…

After failing to launch its new packaging in the United States – announced by a return to the former design and a loss of 35 million dollars in the reworking and the media campaign – Tropicana, a PepsiCo subsidiary, continues with its chaotic communication.